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One of the

“Top 15 Emerging Leaders


in Training Outsourcing"
2009 worldwide.

Learning and Development


Guide
Airtel Mobile Services

www.centumlearning.com
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Contents
Purpose Statement 00

Training Certification Ladder 00

Learning Plan 00

Sales Models 00

Programme Detailers 00

Reward & Recognition 00

Guidelines for Learning & Development Plan 00


One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Purpose Statement
The Sales learning and development plan for the year 2009-2010 has been drawn up in accordance with core strategies of Airtel and the Sales and Distribution framework for
the year. Five core strategies are:
! Build new capabilities and skill sets of our people.

! Achieve superior service quality and reliability for customers.

! Invest more for higher RMS growth.

! Initiate new businesses and innovative revenue streams.

! Develop stronger fielding skills along with batting skills

Learning Frame work for 2008-2009

Hygiene Training
• Products / Processes / Systems / Grooming
• Classroom Training

TG Skill-building Training
Application of learning on the field • Selling Skills
• On-the-job Coaching • Merchandising
• TSM to coach – Channel Partner Employees • Key Account Management

Continuous Assessment and Annual Certification of the Channel Partner Employees


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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

About Airtel Sales University


Bharti Airtel recognises the mammoth task of
building competencies and enhancing productivity of
large number of employees engaged in sales, which
is indeed a key prerequisite for being the most
admired brand. Towards this end, Centum Learning,
in association with Sales and Distribution team of
Airtel Mobile Services, has set up Airtel Sales
University (ASU) to upgrade knowledge, skills, and WIN @ POP
attitude on a continuous basis for several role (Percentage SOGA & REI)
holders in the sales domain. Such an initiative will
impact key business parameters like Gross Additions, Channel Reach & Engaged Customer
Noticeability VAS@Retail Experience
Teritary, DPL (Dealer per Lac), VAS penetration,etc. Recommendation Productivity Team & KPIs

In the current year, the ASU will cover around


60,000 unique roleholders ranging from the
frontline staff to the leadership team in sales. It
would ensure quality learning through a systematic School of School of School of
School of
and sustainable approach integrating both
Skill Building Market Place Sales
classroom and on-the-job learning and create a Product,
Implementation Excellence
winning sales team for an immensely competitive Process &
telecom market. Technology

This university would comprise of 5 basic schools


BENCHMARKING & RESEARCH
• School of Product, Process & Technology
• School of Skill Building
Task Execution Manual / Content Training Sustenance Certification
• School of Market Place Implementation Role Learning Plan
• School of Sales Excellence
• School of Bench marking & Research
GOVERNING BODY

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Airtel Sales University Architecture

School of Product, School of School of Market Place School of


Process & Technology Skill Building Implementation Sales Excellence
! Foundation programme ! Professional Selling Skills ! On-the-job training for creating ! To build Programmes aimed at
(Centum Learning) ! Merchandising the ‘Coach’ (Centum Learning building capabilities of Sales
! Update / Refresher programmes to TSM / RSO) Leadership Team (Expert Faculty
! VAS @ Retail & Centum Learning)
Programmes (ZSM) ! On the field coaching (TSM /
! Data based Selling RSO to FSE)
! Managing Experience @ Retail
(All by Centum Learning)

! Pre & Post Test ! Pre & Post Test ! Business KPIs: ! Work Place Projects

! Monthly JKQs ! Role Plays ! Gross Add / FSE ! Assessment & Certification by
(Web / SMS) panel
Measures ! TRR / FSE

! Outlet opening / FSE

! PEF Compliance

! Creation of content for the ! Creation of content ! Create the coaching framework ! Coordinate & identify the
programmes ! Delivery of programmes ! Audit & monitor the rigor of external faculty
Centum Learning's ! Create, execute & monitor JKQs coaching
Role ! Reporte JKQ Scores ! Measure KPIs

School of Bench Marking This school will be responsible for creating Bench Marks, sharing best Practices and would be responsible for Certification of the various
& Research Role Holders. This school works with all the other four schools of the university.

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Target Group
A Field Sales Teams and Distribution Channels

Mobility Sales

Verticals Prepaid Postpaid Own Retail Modern Trade

Role Holders 8 2 5 1
Pre FSE - Urban 12142 Post FSE/ DST 7053 Own Retail -TM 120 MT TSM 25
Pre FSE - Rural 5014 Post TSM 270 Own Retail - ZSM 51
Pre TSM 845 Own Retail - Head 16
RSO 1159 Own Retail - Manager 25
RD 15845 Showroom Manager 421
ZSM 404 CRO/CRE 2472
RS 1375
Navratna Retailers 11321

Total 48105 Total 7323 Total 3105 Total 25

B Sales Leadership

ZBMs + Vice President, Operations + Distribution Heads + Sales Heads: 200

Total unique role holders: 20 Total target group size: 58758 nos

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Target Group - Capability Requirements

S. No. Capability Definition

1. Sales Planning & Achieving Ability to achieve targeted business results using fair competitive practices. Use standard sales
Sales Targets approach to make sales calls.

2. Managing Territory Ability to work effectively in the assigned market, ensure adequate coverage and reach of the
products. Ensure adequate sales calls are made to key retailers.

3. Market Visibility Ability to ensure maximum visibility of the brand in the market place. Identify and acquire
strategic locations / points for display.

4. Relationship Building Ability to build strong relationships with the trade & channel partners to garner maximum
share of the market.

5. Promotions Management Ability to gain maximum outcome of the planned promotional activity (Trade / Consumer)
and evaluate effectiveness of the effort.

6. Managing Information Ability to manage critical information from the market place, analyze it to identify opportunities
and threats. Communication of important information acquired at the market place.

7. Team Management Ability to build a robust team to help achieve a big share of the market potential. Ability to
develop and groom team members to grow in the system.

8. Managing Key Accounts Ability to understand the needs of a key relationship account , develop and nurture accounts
to gain business.

9. Customer Handling Ability to manage customer expectations by providing service as defined by Airtel Service
Standards

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Transform to Grow...
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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Training Certification Ladder

tif ied
Cer
tel
i Air
hart
B
Sales
Champion
Dummy text
Dummy text Dummy
text Dummy text
Dummy text Dummy
Sales text Dummy text

Trainer
Sales Ability to
train peers /
Coach subordinates and
Sales Ability to coach take them to a
Practitioner’s level.
his subordinates /
Expert peers on
Knowledge and
Sales Ability to successfully
Skills.
handle a territory
Practitioner using his Knowledge
and Planning,
Ability to convert Implementation &
customers using Reviewing skills.
his Experience,
Knowledge and
Skills. 8
FSE – Postpaid JKQ Sales
Expert
JKQ

JKQ Sales Q8
Practitioner Q7
JKQ
Q6
Q5
Q4 Assessment
Q3 (1 Day)
Q2 Sales
Q1 Data based Refresher
Certification Selling (1 Day)
Customer (1 Day) On-the-Job
(1 Day) Coaching
Selling Handling On-the-Job
Foundation Skills (2 Days) Refresher - Coaching (2 Day)
Programme (2 Days) Product & (2 Day)
(2 Days) Process
(1 Day)

TSM - Postpaid JKQ Sales


Champion
JKQ
JKQ
Sales Q8
Sales Coach Q7
JKQ Expert Q6
Q5 Assessment
Q4 On-the-Job (1 Day)
Q3 On-the-Job Coaching
Q2 Sales Coaching (2 Days)
Q1 Customer Refresher (2 Days)
Coaching Sensitivity (1 Day)
Channel (4 Days) (2 Days)
Advanced Management Data based
Foundation Selling Skills (2 Days) Certification Selling
Programme (2 Days) (1 Day) (1 Day)
Coaching
(2 Days) (3 Days)
Conducted by Airtel Conducted by Centum Learning
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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

FSE – Urban JKQ Sales


Expert
JKQ

JKQ Sales Q8
Practitioner Q7
JKQ
Q6
Q5 Assessment
Q4 VAS@Retail (1 Day)
Q3 Territory (1 Day)
Q2 Sales Management
Q1 Data based Refresher (1 Day) On-the-Job
Certification Selling (1 Day) Coaching
Market (1 Day) On-the-Job
(1 Day) (3 Day)
Selling Visibility On-the-Job Coaching
Foundation Skills (2 Days) Refresher - Coaching (3 Day)
Programme (2 Days) Product & (3 Day)
(2 Days) Process
(1 Day)

TSM - Prepaid JKQ Sales


Champion
JKQ
JKQ
Sales Q8
Sales Coach Q7
JKQ Expert Q6
Q5 Assessment
Q4 On-the-Job (1 Day)
Q3 On-the-Job Coaching
Q2 Channel Coaching (2 Days)
Q1 Sales Management (2 Days)
Coaching Refresher (2 Days)
Market (4 Days) (1 Day)
Advanced Visibility
Foundation Selling Skills (2 Days) Certification Data based
Programme (2 Days) (1 Day) Selling
Coaching (1 Day)
(2 Days) (3 Days)
Conducted by Airtel Conducted by Centum Learning
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FSE – Rural JKQ Sales
Expert
JKQ

JKQ Sales Q8
Practitioner Q7
JKQ
Q6
Q5 Assessment
Q4 Market (1 Day)
Q3 Sales Visibility
Q2 Data based Refresher (1 Day)
Q1 ASC Selling (1 Day)
Certification Functioning (1 Day) On-the-Job
(1 Day) On-the-Job Coaching
(1 Day) Coaching
Selling On-the-Job (3 Day)
Foundation Skills Refresher - Coaching (3 Day)
Programme (2 Days) Product & (3 Day)
(3 Days) Process
(1 Day)

RSO JKQ Sales


Champion
JKQ

JKQ Sales
Q8
Coach Q7
JKQ Sales
Expert Q6
Q5 Assessment
Q4 On-the-Job (1 Day)
Q3 On-the-Job Coaching
Q2 Sales Coaching (2 Days)
Q1 ASC Refresher (2 Days)
Field
Functioning (1 Day)
Field Coaching
(1 Day)
Selling Coaching (3 Days)
Foundation Skills (4 Days) Data based
Certification Selling
Programme (2 Days) (1 Day)
(2 Days) (1 Day)

Conducted by Airtel Conducted by Centum Learning


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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Learning Plan: 2009 - 2010


Mobility Sales

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Draft content, to be replaced.

FSE – Urban Prepaid


FSE (Channel Partner) - Prepaid Urban Training Life Cycle
Year 1 Year 2
Profile of the
FSE

New Recruit at the Year 1 Certified


Channel Partner FSE
Technology
Process &
School of

Ongoing Ongoing
Product,

Foundation Product & Product &


Program Process Process
( 2 Days BLS) Training Training
(ZSM) FSE Certified (ZSM)
If scores >70% VAS @ retail &
Customer
Handling
School of Skill

(1 Day BLS)
Building

Data Based
Territory
Selling Skills Market Visibility Selling + Sales
Management
(2 Days BLS) (2 Days BLS) Refresher
(1 Day BLS)
(1 Day BLS)
& Research Implementation
Benchmarking Market Place
School of

Coaching (TSM) Coaching (TSM) Coaching (TSM) Coaching (TSM)


School of

Certification Certification
Certified
Year 1 (BLS) Year 2 (BLS)

If scores < 70%,


attends the same
programs
and comes back 13
for certification
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Draft content, to be replaced.

FSE – Rural Prepaid


FSE (Channel Partner) – Rural Prepaid Training Life Cycle
Year 1 Year 2
Profile of the FSE

New Recruit at the Year 1 Certified


Channel Partner FSE
School of Product

Technology
Process &

Ongoing Ongoing
Foundation Product & Product &
Program Process Process
(2 Days BLS) Training Training
(ZSM) (ZSM)

ASC Functioning
& VAS
( 1 Day BLS)
School of Skill
Building

Sales Refresher
Selling Skills & Data Based Market Visibility
(2 Days BLS) FSE Certified Selling (1 Day BLS)
If scores >70% (1 Day BLS)
School of Market

Implementation
Place

Coaching (TSM) Coaching (TSM) Coaching (TSM) Coaching (TSM)


Benchmarking &
Research
School of

Certification Certification
Certified
Year 1 (BLS) Year 2 (BLS)
If scores < 70%,
attends the
same programs
14 and comes back
for certification
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Draft content, to be replaced.

RSO
Rural Sales Officer (Channel Partner) - Training Life Cycle
Year 1 Year 2
Profile of the RSO

New Recruit/ Year 1 Certified


Promoted RSO
School of Product

Ongoing
Technology

Product &
Process &

Ongoing
Foundation Product & Process
Program Process Training
(4 Days BLS) Training (ZSM)
(ZSM)

ASC Functioning &


VAS
School of Skill

( 1 Day BLS)
Building

Selling Skills FSE Certified Data Based


Sales Refresher
& Field Coaching If scores >70% Selling
(1 Day BLS)
(3 Days BLS) (1 Day BLS)
School of Market

Implementation
Place

Coaching Coaching
(4 Days BLS) (4 Days BLS)
Benchmarking &
Research
School of

Certification
Certification
Year 1 Certified
Year 2 (BLS)
(1 Day BLS)
If scores < 70%,
attends the
same programs
and comes back 15
for certification
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Draft content, to be replaced.

TSM - Prepaid
TSM – Prepaid Training Life Cycle
Year 1 Year 2
Profile of the
TSM

New Recruit/ Year 1 Certified


Promoted at BAL TSM
Technology
Process &
School of
Product,

Ongoing Ongoing
Foundation Product & Product &
Program Process Process
(2 Days BLS) Training Training
(ZSM ) (ZSM )
VAS@Retail
& Customer
Sensitivity
School of Skill

(1 Day BLS)
Building

Managing Sales Channel Data Based Sales


Market Visibility FSE Certified
& Field Coaching Management Selling Refresher
(2 Day BLS) If scores >70%
(3 Days BLS) (1 Day BLS) (1 Day BLS) (1 Day BLS)
& Research Implementation
Benchmarking Market Place
School of

Coaching Coaching Coaching Coaching


(2 Days BLS) ( 2 Days BLS) (2 Days BLS) (2 Days BLS)
School of

Certification
Certification
Year 1 Certified
Year 2 ( BLS)
(1 Day BLS)
If scores < 70%,
attends the
same programs
16 and comes back
for certification
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Draft content, to be replaced.

ZSM - Prepaid
ZSM - Prepaid Training Life Cycle
Year 1 Year 2
Profile of the
ZSM

New Recruit/ Year 1 Certified


Promoted ZSM
Technology
Process &
School of
Product,

ASC Functioning &


School of Skill

VAS
( 1 Day BLS)
Building

Managing Coaching on Data Based Managing


Alchemist
Business I FSE Certified Alchemist Selling Business II
( 3 Days BLS)
(2 Days BLS) If scores >70% ( 1 Day BLS) (1 Day BLS) (2 Day BLS)
& Research Implementation
Benchmarking Market Place
School of School of

Certification Certification
Certified
Year 1 (BLS) Year 2 (BLS)
If scores < 70%,
attends the
same programs
and comes back
for certification 17
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Draft content, to be replaced.

FSE – Urban Postpaid


FSE (Channel Partner) - Postpaid Urban Training Life Cycle
Year 1 Year 2
Profile of the FSE

New Recruit at the Year 1 Certified


Channel Partner FSE

Yes
School of Product

Technology
Process &

Ongoing Ongoing
Foundation Product & Product &
Program Process Process
(2 Days BLS) Training Training
(ZSM) (ZSM)
Consultative
Selling & CTA
Parameters
( 1 Day BLS)
School of Skill
Building

Selling Skills Customer


Program ( 2 Days Handling Sales Refresher
BLS) ( 2 Days BLS) FSE Certified (1 Day BLS)
If scores >70%
School of Market

Implementation
Place

Coaching (TSM) Coaching (TSM) Coaching (TSM) Coaching (TSM)


Benchmarking &
Research
School of

Certification Certification
Certified
Year 1 (BLS) Year 2 (BLS)
If scores < 70%,
attends the same
programs
18 and comes back
for certification
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Draft content, to be replaced.

TSM - Postpaid
TSM - Postpaid Urban Training Life Cycle
Year 1 Year 2
Profile of the TSM

New Recruit/
Year 1 Certified
promoted at the
TSM
BAL
School of Product

Technology
Process &

Ongoing Ongoing
Product & Product & Data Products &
Process Process Application
Training Training ( 1 Day BLS)
(ZSM) (ZSM)

Foundation &
Managing Sales
(3 Days BLS)
School of Skill
Building

FSE Certified Customer


Managing Channel Sales Refresher
If scores >70% Sensitivity
( 2 Days BLS) (1 Day BLS)
(2 Day BLS)
School of Market

Implementation
Place

Coaching Coaching Coaching


(2 Days BLS) (4 Days BLS) (4 Days BLS)
Benchmarking &
Research
School of

Certification
Certification
Year 1 Certified
Year 2 (BLS)
(1 Day BLS)
If scores < 70%,
attends the
same programs
and comes back 19
for certification
snoituloS gninraeL evitceffE rof ediuG

Draft content, to be replaced.

Modern Trade - TSM


Modern Trade – TSM Training Life Cycle
Year 1 Year 2
Profile of the
TSM

New Recruit/
Promoted
Technology
Process &
School of

Ongoing
Product

Foundation Product &


Program Process
(2 Days BLS) Training
(ZSM)

VAS@Retail
&One Airtel
School of Skill

( 1 Day BLS)
Building

Key Account
Management
(2 Days BLS)
& Research Implementation
Benchmarking Market Place
School of School of

Certification Year
1

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

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Own Retail - TSM


Own Retail – TSM Training Life Cycle (New Roleholder in the Learning Plan)
Year 1 Year 2
Profile of the
TSM

New Recruit/
Promoted
Technology
Process &
School of

Ongoing
Product

Change Own Retail Product &


Management Product Offerings Process
( 1 Day BLS) ( 1 Day BLS) Training
(ZSM)
School of Skill
Building

Team Building &


People
Management
(2 Day BLS)
& Research Implementation
Benchmarking Market Place
School of

Coaching Coaching
(2 Days BLS) (2 Days BLS)
School of

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ZSM – Own Retail / Postpaid


ZSM – Own Retail/Postpaid Training Life Cycle
Year 1 Year 2
Profile of the
ZSM

New Recruit/ Year 1 Certified


Promoted ZSM
Technology
Process &
School of
Product,

Change Own Retail


Management Product Offerings
(1 Day BLS) (1 Day BLS)
School of Skill
Building

Managing Coaching on People Managing


Alchemist FSE Certified
Business I Alchemist Management Business II
( 3 Days BLS) If scores >70%
(2 Days BLS) (1 Day BLS) (1 Day BLS) (2 Days BLS)
& Research Implementation
Benchmarking Market Place
School of School of

Certification Certified Certification


Year 1 (BLS) Year 2 (BLS)
If scores < 70%,
attends the
same programs
22 and comes back
for certification
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Draft content, to be replaced.

Own Retail – Showroom Manager


Own Retail – Show Room Manager Training Life Cycle (New Roleholder in the Learning Plan)
Year 1 Year 2
Profile of the
Show Room
Manager

New Recruit/
Promoted
Technology
Process &
School of

Ongoing
Product

Change Product &


Management Process
( 1 Day BLS) Training
(ZSM)
School of Skill
Building

Sales Refresher People


One Airtel Management
(2 Days BLS) (2 Days BLS)
& Research Implementation
Benchmarking Market Place
School of

Coaching Coaching
(2 DayS BLS (2 Days BLS)
School of

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Own Retail – Franchisee Manager


Own Retail – Franchisee Owner/Manager Training Life Cycle (New Roleholder in the Learning Plan)
Year 1 Year 2
Profile of the
Franchisee
Owner

New Recruitment
Technology
Process &
School of

Ongoing
Product

Change Own Retail Product &


Management Product Offerings Process
( 1 Day BLS) ( 1 Day BLS) Training
(ZSM)
School of Skill
Building
& Research Implementation
Benchmarking Market Place
School of School of

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

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Own Retail - CRO


Own Retail – CRO/CRE Training Life Cycle (New Roleholder in the Learning Plan)
Year 1 Year 2
Profile of the
CRO/CRE

New Recruit/
Promoted
Technology
Process &
School of
Product

Change Championing Championing


Management Product Product
( 1 Day BLS) ( 2 Days BLS) ( 2 Days BLS)
School of Skill
Building

Selling Skills
(2 Days BLS)
& Research Implementation
Benchmarking Market Place
School of School of

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Rural Distributor
Rural Distributor – Training Life Cycle
Year 1 Year 2
Profile of the
RD

New Recruit
Technology
Process &
School of

Ongoing
Product

Foundation Product &


Program Process
( 1 Day BLS) Training
(RSO)
School of Skill
Building

Merchandising &
Selling Skills Managing
(2 Days BLS) Business
(1 Day BLS)
& Research Implementation
Benchmarking Market Place
School of School of

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

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Channel Partners
Channel Partners – Training Life Cycle (New Roleholder in the Learning Plan)
Navratna Retailers Rural Super
Profile of the
Trainee

New Recruit
Technology

Ongoing
Process &
School of

Product &
Product

Process
Training
(RSO)

Foundation &
Foundation
Channel
Program & VAS
School of Skill

Engagement
(0 .5 Day BLS)
Managing (1 Day BLS)
Building

Customer &
Increasing
Counter Sales
(0.5 Day BLS)
& Research Implementation
Benchmarking Market Place
School of School of

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Sales Models
for
Airtel Mobile Services

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Sales Model for PrePaid Mobile Services


Pre SIGNORS PrePaid Market Sales & Service Model OPEL New Outlet Acquisition Model
Airtel as an organization has always been Airtel being the market leader in
committed to enhancing employee Pre sales preparation Telecom also certainly endeavors to Outlet Selection
productivity and customer experience by capture the market not only from the
deploying several best practices at work. perspective of network but also from the
With the increasing network all over the Start with greeting perspective of market coverage & Proposal Discussion
country there was a strong need to have a increasing sales outlets across India.
standard and certified sales model which all Increasing the Airtel sales outlets at all
sales people would use across the country. Identify selling opportunity locations is the key strategic tool to Eliminate Doubts
Undoubtedly this sales model would be establish market dominance and achieve
brewed from the existing best practices Get sales order stretched sales targets. The activity of Lead to Close
followed by sales professionals currently new outlet acquisition was key focus of
operating in the market. the sales force across India and
OPEL Model
Negotiate & close deal requirement of a standard outlet
A field visit was conducted and sales acquisition model could be clearly seen. This model is applicable for new outlet
professional across Urban & Rural locations acquisition in the Urban as well as Rural
of India were accompanied in the field and Outlet Merchandising Field visits at various Urban & Rural market. FSEs, TSMs in the Urban market
observed. These field visits threw light on markets cross India was conducted. FSEs, RSOs and RDs in the Rural market
some very similar patterns that were Analysis was done after close interaction
Relationship building have been extensively trained on this
followed in all sales call. This common with various sales people and retailer models. This model gives an exact
pattern of a sales call was discussed with and observing numerous FSE – Retailer explanation of ROI calculation for a
other Airtel SME’s and finally “Pre SIGNORS – Service Effectively new outlet acquisition calls. The Key retailer who wants to start Airtel
The Airtel Sales Model” was conceptualized. steps gathered were further discussed business. This equips the sales force to
Pre SIGNORS Model with the Airtel SMEs and finally the convince the retailers not just with
To further test the robustness of the Model “OPEL – New Outlet Acquisition Model” Airtels strong brand credibility but
and tie up any lose ends, the Sales Model was formalized. practical profit logic.
was presented in the S & D committee and content of each of the models are
inputs were gathered. With more value customized considering the nuances of the The model was further presented in the
additions and a national exposure this Model Urban & Rural market. S & D Committee meeting and its Training on OPEL – New Outet
was ready for a national launch. market applicability from various Acquisition equips the sales force to hit
Training on Pre SIGNORS equips the perspectives was tested. With the final the market and tap its real potential. It
In Urban market it is used as Pre SIGNOR and participants with a structured approach to approval and the feedbacks also ensures standardization of new
FSEs & TSMs are trained on it. This model is selling in the Urban/Rural context & ensures incorporated, the OPEL Model for New outlet acquisition process across India.
used in Rural as Pre SIGNORS & FSEs, RSOs standardizing of sales process Pan India. The Outlet Acquisition was finalized for a The model also has an observation tool
and RDs are trained extensively on it. In rural model also has an observation tool which the National role out. which the supervisors can use to map
scenario it is used in a dual aspect which is supervisors can use to map the performance the performance of the role holders
FSE Selling to RD and RD selling to Retailers. of the role holders against field application against field application of the OPEL
Though the basic model is same, the training of the Sales Model. Model.
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Sales Model for PostPaid Mobile Services


GLADDEN Counter Sales & Service Model GoGETSALE PostPaid Market Sales & Service Model
From a humble start in the 1990s, The description of each step of Today’s telecom environment is characterized by S – Solution Proposition
India’s telecom industry has come a GLADDEN as below: phenomenal market growth, increasing levels of After handling questions and objections the
long way today, aided by higher competition and continuously changing market customer can provide a solution in terms of the
subscriber volumes, lower tariffs and Greet dynamics.The Field Sales Executive, the Territory Sales available product that is most suitable to the
falling handset prices. India had Manager and all others who directly interact with the customer’s requirement.
almost 350 million mobile subscribers customers, operate in this highly dynamic environment.
Listen A – Acknowledge and Eliminate doubts
in early 2008 and analysts predict that Their productivity and skills largely depend upon their in-
The ensure the good quality of sale it is
this number could cross 737 million by depth understanding of the market, product benefits and
important to ask the customer, if he / she has
2012. While the pre-paid mobile Acknowledge knowledge of required skills for acquiring a sale.
any doubts about the solution proposed.
segment forms a major part of the
user community, the post-paid the To cater to the need to of the dynamic environment the L – Lead to Close
Develop understanding idea of a structured model for a sales call at Airtel was
post-paid subscriber base is growing Finally, with the signs that that show customers
through clarification initiated. After being a part of live sale calls the steps
at about 15%. interest a sales call can be closed.
involved in making a successful sale was listed and coupled
In order to tap the untapped potential Do solution Proposition with inputs from Airtel SME’s the model was finalized. The E – Evolve a Relationship
of the post-paid segment, Airtel has applicability and effectiveness of the GoGETSALE validated As well all know it is important to have a long
come up with an innovative way of by the sales and marketing heads and has been used for term relationship with the customer, thus, this
Eliminate doubts step helps the sales person to create a bond
selling which includes making sales trainings.
structured interactive model for across between the organization and the customer
the counter selling of telecom Negotiate to close and The acronym GoGETSALE when defined stands for:
evolve relationship The model thereby aims at training the
products. Go – Ground Zero office preparation
participants about the necessary steps of an
This elaborates all the preparation required at office and
Witnessing the selling process in an GLADDEN Model effective sales call. Taken forward, the following
before entering the customer premises to make a sales call
Airtel relationship center to retail benefits can accrue:
successful and well researched.
GLADDEN can be applied to scenarios !Ability of the salesperson to acquire customers
outlets in the heart of the market
of retail and any other across the G – Greet and Introduce
prompted Airtel to structure the through using a structured sales approach
counter sales. The model aims at This step in the sales calls is the crucial beginning of a sales
selling process. This structured process !Enhance gross adds by reduced loss due to
developing a clear understanding of dialogue. It talks about how careful a person needs to be
crystallized in the form of a sales
the retail sales process to the FSE’s, while opening a sales call and provides a solution as to improper and unsystematic conversation with
model called ‘GLADDEN.’
TSM’s and other sales people. Taken how can an impressionable call be opened. the customer during a sales call
forward, the following benefits of the !Impact CSI through positively influencing CTA
Keeping the requirements of a E – Engage to gain interest
model would accrue:
customer in mind and the knowledge Through this step the salesperson gradually develops the
and skill required by a sales person !Excellent understanding of the customers interest in taking the conversation forward. The two way interactive process of GoGETSALE
who is selling across the counter the GLADDEN concept, structured takes care of the needs of a customer effectively
process of GLADDEN was introduced process & application thus ensuring T – Test needs through questioning and has resulted in improved selling in terms of
in the retail outlets. The detailed effective sales in the retail scenario Now is the time when the salesperson can show his the quality of sale and the number of sale.
inputs and validation by the SME’s at !Improved customer satisfaction expertise of sales by asking relevant questions to the eractive process of GoGETSALE takes care of the
Airtel confirmed the correctness and customer to unearth his need and latent interests. It is not needs of a customer effectively and has resulted
robustness of the process. !Better word-of-mouth publicity a mechanical process where an automated dialogue can in improved selling in terms of the quality of sale
leading to more referrals, lead take place, all of it as taught in the sales process is to make and the number of sale.
generations and sales the salesperson sell brilliantly and effortlessly.
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Programme Detailers
31
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Prepaid
Mobile Services

32
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RSO, Rural What do the participants gain?


Foundation Programme By the end of this programme, the participants will be able to:
Rural India Sales Excellence ! Understand & explain the different terms used in the
Telecom industry
! Develop conviction and pride in being part of the
The number of mobile subscribers in the India is expected organization
to rise up by over 300 million in the next 2-3 years; of ! Develop ownership towards his job responsibilities
which, over 50 percent is likely to be contributed by rural ! Become well-versed with the features and benefits of
India. To tap this emerging potential of the Indian rural Programme Highlights pre-paid products
market, the rural sales team needs to spruce up its act. The ! Overview of telecom basics, rural markets and an RSO’s role ! Get a better insight into the internal processes and
RISE programme has been specially designed to equip the ! Tailor-made for the Airtel RSO with each module drawing working of Airtel
Rural Sales Officer (RSO) with all that he needs to know to ! Adopt a structured approach for New Town Launches
from the whats & hows of his day-to-day life
succeed in the rural canvas. From basic info about Airtel’s ! Understand how to increase the productivity of the
! Covers the entire width & depth of the subject – products,
products & processes to unique ways of managing the existing distribution network through:
rural Indian market, RISE is an end-to-end programme processes, sales approach and soft skills
! Improvement in customer service delivery
aimed at creating a strong foundation for the RSO. ! Ample drill & practice sessions to bridge the learning-
! Selection of ‘right-fit’ Rural Super and Field Sales Officer
doing gap ! Better management of the productivity of RS, FSE
! Pre & post tests coupled with certification assessments to
! Understand the methodology of merchandising in the
ensure transfer of learning
rural context
Why RISE ? ! Highly interactive methodology comprising role plays,
! Learn about Airtel-specific sales approach to ensure
discussions, case studies etc. to keep the learners actively higher conversions:
It is imperative for the Rural Sales Officer to understand the involved the learning process. ! ‘Pre - SIGNORS’ for existing distribution network

}
uniqueness and nuances of the rural landscape. He needs to ! ‘OPEL’ for new outlet acquisition
be well versed with the typical buying patterns and
distribution models of this market. The RISE programme will Business The programme equips the participants
with a structured approach to selling in
! Understand how to be more effective and efficient in
managing his distribution channel
the rural context, leading to the
equip him with necessary knowledge and skills essential for Benefits following business benefits:
effectively managing the rural distribution network. The
Workplace Application
market-specific modules and techniques will help him plan Reduction in lag time in New }
his sales strategy better. Town Launches
Selection of ‘right-fit’ channel partners
and sales force (RS, RD, FSE)
} The programme finds high application for sales teams
involved in increasing distribution width / sales in the
The programme has been crafted after an in-depth study of rural context.
the needs and challenges of the rural market and is tailor Implementation of a rigorous }
made for this context. It covers the entire spectrum of
relevant knowledge & skills starting from an intro on telecom,
Increase in the sales conversion
ratio through the use of Airtel-
} system to ensure high
productivity of the channel
Who should attend?
rural markets & a day in the life of a rural market RSO The programme is highly recommended for fresher RSOs or
extending up to all relevant processes and associated soft
specific sales processes
High-task orientation and } experienced sales officers who are making an entry into the
skills. True to its name, RISE lays the foundation for a
structured sales approach to ensure higher levels of
Increase in visibility and
sales through effective
} focus in RSO towards goals
leading to enhanced
rural market.

merchandising productivity
productivity and efficiency. Duration: Four Days
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

FSE, Rural What do the participants gain?


Foundation Level By the end of this programme, the participants will be able to:
For the Rural Field Sales Executive ! Understand & explain the different terms used in the
Telecom industry
! Develop conviction and pride in being part of the
The number of mobile subscribers in the India is expected organization
to rise up by over 300 million in the next 2-3 years; of ! Develop ownership towards his job responsibilities
which, over 50 percent is likely to be contributed by rural ! Become well-versed with the features and benefits of
India. To tap this emerging potential of the Indian rural pre-paid products
market, the rural sales team needs to spruce up its act. ! Get a better insight into the internal processes and
This program has been created for the Rural Field Sales ! Covers the entire width & depth of the subject – products, working of Airtel
Executive (FSE) to help improve the market penetration in processes, sales approach and soft skills
! Understand the methodology of merchandising in the
the rural sector. It will not just give him an insight into ! Ample drill & practice sessions to bridge the learning-doing rural context
the buying patterns and distribution models of this ! Adopt a structured sales approach
gap
sector, but will also provide him with all the necessary ! Pre & post tests coupled with certification assessments to
! Learn about Airtel-specific sales approach to ensure
information about Airtel’s products & processes. higher conversions:
ensure transfer of learning
The program has been crafted after an in-depth study of ! Highly interactive methodology comprising role plays,
! ‘Pre - SIGNORS’ for existing distribution network
the needs and challenges of the rural market and is ! ‘OPEL’ for new outlet acquisition
tailor made for this context. It covers the entire spectrum discussions, illustrations, quizzes, case studies etc. ! Learn the significance of building and maintaining
! To keep the learners actively involved the learning process.
of relevant knowledge & skills starting from an intro on relationships

}
telecom, rural markets & a day in the life of a rural market ! Be more effective and efficient in managing his
FSE extending up to all relevant processes and distribution channel
associated soft skills. This program is aimed at bringing Business
The program equips the participants
about excellence both in terms of sales numbers and
quality of services provided to the customer. The market-
Benefits with a structured approach to selling
in the rural context, leading to the Workplace Application
specific modules and techniques will help the FSE plan following business benefits:
his sales strategy better. The program finds high application
Implementation of a rigorous } teams involved in increasing distribution

Programme Highlights
}
Increase in the sales
conversion ratio through
system to ensure high
productivity of the channel
width / sales in the rural context.

the use of Airtel-specific Who should attend?


! Overview of telecom basics, rural markets and an FSE’s role
! Tailor-made for the Airtel FSE (rural) with each module
sales processes Greater confidence in FSEs while
interacting with customers, thus
} The program is highly recommended for
drawing from the whats & hows of his day-to-day life
! Covers the entire width & depth of the subject – products,
}
Increase in visibility and
sales through effective
leading to higher conversions fresher FSEs or experienced sales officers who
are making an entry into the rural market.

processes, sales approach and soft skills merchandising


Increased market penetration by using a
robust system for market coverage and
} Duration: Three Days
outlet selection/classification.
34
snoituloS gninraeL evitceffE rof ediuG

TSM, Urban
Foundation Level What do the participants gain?
Operational Excellence for Urban By the end of this programme, the participants will be able to:
Territory Sales Manager ! State the growth story of Bharti group
! Define Airtel’s Vision and its brand essence
! List the Key Responsibility Areas (KRA’s) of a TSM
India is the fastest growing Telecom market in the world.
! Demonstrate the benefits of the products & services
It is forecast that about 300 million mobile subscribers
would be added between 2007 and 2010 alone in India.
Programme Highlights being offered by Airtel Pre-paid Mobile segment
! State the importance of adherence to process
As a result, the number of telecom players is also likely ! Tailor-made for the Airtel Urban pre-paid TSM with each
! Perform relevant selection & management activities for
to go up in the near future leading to intense
module drawing from the whats & hows of his day-to-day life FSEs & Distributors
competition in the telecom market. In such a scenario,
! Covers the entire width & depth of the subject – products, ! Demonstrate ‘Pre - SIGNOR’ - The Airtel Sales Approach
the success
of the service provider would depend on its ability to sell processes, sales approach and management skills to increase sales
! Ample drill & practice sessions to bridge the learning-doing gap ! Apply ‘OPEL’ Approach for new outlet acquisition
effectively. A Territory Sales Manager (TSM) being a key
! Pre & post tests coupled with certification assessments to ! Explain how to maintain different reports required to
link in the Sales Value chain plays a key role in helping the
organization exceed its Sales targets. To be effective in ensure transfer of learning enable effective monitoring and feedback
his role, the TSM needs to be equipped with the relevant ! Highly interactive methodology comprising role plays,
product knowledge, selling skills and supervisory discussions, case studies etc. to keep the learners actively
qualities. involved the learning process. to keep the learners actively
Learning Methodology
involved the learning process.
The Program uses a highly interactive methodology of
Customized for the TSM’s Needs activities, simulations, exercises & discussions through

}
scripts, real life case studies, illustrations to ensure transfer
To succeed, it is critical for a TSM to be equipped with both of learning. Unique interaction modals like Pre – SIGNOR
knowledge of products & processes along with managerial Business The program equips the participants with a
structured approach to selling pre-paid and OPEL have also been used effectively.
skills. The TSM must know about Airtel products and how to products & services in the Urban Market,
Benefits leading to the following business benefits:
sell them. He should be able to manage key activities like
target setting, distributor / FSE management, geographical Workplace Application
planning etc. He must also be thorough with the different
Clear understanding or roles & } Enhanced productivity }
responsibilities leading to focus on
customer acquisition processes. The program finds high application for TSMs involved in
goals & managing his team
managing FSEs & distributors for success in the Urban
The program has been built based on an extensive Implementation of a } and sales force
}
Selection of ‘right-fit’ distributors pre-sales segment.
understanding of the dynamics of the Urban Prepaid market rigorous system to ensure
environment and is equipped to build an understanding of high productivity
the Products, Processes and Sales & Distribution model of the
Increase market penetration } Who should attend?
Urban Prepaid Market. The robust design & learner focused
pedagogy aim at making the TSM effective in his role and
Reduction in lag time in New
Town Launches and New
} through new outlet
acquisition The program is highly recommended for Urban Territory
Sales Manager (Pre-paid Segment).
thus set him up for success. Outlet Acquisitions

35
Increase in the sales conversion ratio through
the use of Airtel-specific sales processes
} Duration: Two Days
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Professional Selling Skills What do the participants gain?


RSO Level -1 By the end of this programme, the participants will be able to:
(Pre-paid) ! Be more effective in his core functions such as Territory
Management and Sales Planning.
! Demonstrate ‘Pre - SIGNORS’ - The Airtel Way of doing
The phenomenal growth of the Indian telecom industry business
today is characterized by increasing levels of competition ! Apply the ‘OPEL’ approach for new outlet acquisition
and ever-changing market dynamics. The population of Programme Highlights ! Learn to accurately capture and analyze the data
mobile subscribes in the country is expected to increase ! Recap of Airtel products and processes collected by field sales executives on sales performance
by over 300 million in the next 2-3 years. Of this, over 50 ! Tailored for the Airtel pre-paid RSOs who have an ! Manage critical information from the market to identify
percent is likely to be contributed by rural India. To tap opportunities and threats
this emerging potential of the Indian rural market, the understanding of Airtel’s approach to acquisition
! Improve his leadership skills and be more effective in
rural sales team needs to spruce up its act. Apart from ! Rigorous training on company’s successful sales practices
coaching and mentoring his team members.
being well-versed with the company’s products and (Pre – SIGNORS and OPEL)
processes, the Rural Sales Officer (RSO) also needs skills in ! Drill & practice sessions to ensure that the existing skills of
handling the rural customer well. The frontline sales team participants are taken to the next level and rough edges
not only needs to be customeroriented, but also has to Learning Methodology
smoothened
display consistent quality and professionalism in all its ! An entire day devoted to training on “coaching and
dealings. The program uses a mix of activities, simulations and
leadership skills” exercises for effective acquisition of knowledge & skills.
The PSS (Professional Selling Skills) program has been ! Interactive methodology to keep the participants involved Besides the regular practice sessions, this program also
designed to equip the RSO with all the necessary skills and translate their learning into real life makes use of a number of tools such as flip charts, movie

}
and knowledge to build a strong sales force for the videos, role plays, games and exercises to capture the
company. The program has been crafted after an in-depth interest the participants.
study of the needs and challenges of the rural market and Business The program trains the participants on
effective selling practices and leadership
is tailor made for this context. skills taking them to a higher level in terms
Benefits of performance and productivity. This would
result in a number of business benefits: Workplace Application
Why Professional Selling Skills ?
Improvement in RSO’s approach to sales planning and } This advanced program on professional selling skills will
territory management would automatically ensure better help the RSO to be a more effective leader and improve his
PSS is an advanced program crafted for RSOs who have market coverage and increased sales ability to manage sales in his territory.
knowledge of Airtel’s products, processes and acquisition
Effective demonstration of skills}
models. The PSS program takes a professional approach to
managing sales and provides rigorous training in improving Seamless use of Airtel } leading to higher confidence Who should attend?
acquisition methodologies
the overall productivity and efficiency of the sales force. It
grooms the RSO in becoming a more effective leader and
leading to a higher success
rate
By coaching and mentoring
the rural sales team, the RSO
} The program is recommended for RSOs who have already
attended the foundation program and have a basic
takes him to the next level in all his core functions such as understanding of Airtel’s products, processes and
Territory Management and Sales Planning. The program As he imbibes more leadership }
qualities and skills, he will be able
can help them become
better professionals and methodologies.
dwells at length on the “coaching” aspect of the RSO’s role achieve higher levels of
and uses real-life situations and cases to help him deal better to motivate his sales team to productivity and efficiency
deliver better results Duration: Two Days 36
with his team members.
snoituloS gninraeL evitceffE rof ediuG

PARICHAY
Introduction to Airtel
Business
Benefits } The program equips the participants with a
structured approach to selling and managing
in the rural context leading to the following
benefits to the business:

Increased sales } Enhanced productivity, increased}


Pre-paid business effectiveness & visibility
on account of following
market penetration and outlet share

Training Program for Rural Supers (RS)


& Rural Distributors (RD)
a structured sales
approach
Effective territory management
by the RS/RD leading to better
}
market penetration
Why Parichay ?
Effective implementation of }
Airtel’s endeavor to be “the most admired Brand by
Airtel’s endeavor to be “the most admired Brand by 2010” processes on account of good
processes knowledge and more confidence due to
}
Better quality of sale and
can only be achieved through its ‘people’. Our
coaching practices good product knowledge
2010” can only be achieved through its ‘people’. Our customer-interfacing employees are like our brand
customer-interfacing employees are like our brand ambassadors to the world. To help them create the desired
ambassadors to the world. To help them create the impact, it is imperative to enhance their competencies, skills
& knowledge. To achieve these objectives, we are What do the participants gain?
desired impact, it is imperative to enhance their
pleased to announce ‘Parichay’ a program aimed at skill
competencies, skills & knowledge. To achieve these enhancement of our rural workforce. By the end of this programme, the participants will be able to:
objectives, we are pleased to announce ‘Parichay’ a ! Outline the history of growth of the Bharti group and
program aimed at skill enhancement of our rural state its brand essence
! Discuss the Key Responsibility Areas ( KRAs) of an RS/RD
workforce. Programme Highlights
! Explain the different features of pre-paid product
! Simple methodology with no dependencies on hi-tech ! State the importance of adherence to process
electronic Audio/Visual aids, making it infrastructure ! Learn & Apply the new town launch process
independent & easy to execute at any place in rural India ! Perform relevant managerial level activities
! List the Merchandising requirements in the rural context
! The program leverages unique & creative tools that are
! Demonstrate The Airtel Way of selling ‘Pre - SIGNORS’
easy to use and effective in skills building: ! Apply ‘OPEL’ Approach for new outlet acquisition /
! Handbook: Comprising of exhaustive details of the
Expansion
sales approach ! Explain the different reports that need to be maintained
! Flip Book: For coaching across the table for effective control and feedback
! Pocket Card: With tips to manage everyday
! transactions
! Illustration Book: Scripts for interaction in the field
Workplace Application
The program finds high application for Rural Supers and
! Covers Airtel products, processes, sales approach and Rural Distributors involved in managing their sales territory.
responsibilities of the RS/RD
Who should attend?
The program is highly recommended for fresher RS/RDs to
Duration: One Days induct them well into Airtel as well as the dynamics of the
37 rural market.
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Professional Selling Skills


FSE Rural Level - 1
Business
Benefits } The program trains the participants on
effective selling practices, taking them to
a higher level in terms of performance and
productivity. The business benefits are:

(Pre-paid) Effective demonstration of


skills leading to better
}
The phenomenal growth of the Indian telecom industry
Improved understanding of } customer interactions &
ultimately higher conversions
one’s territory ensures
today is characterized by increasing levels of competition adequate coverage and
and everchanging market dynamics. It is becoming
increasingly important to create a business strategy that
reach of the products A structured approach }
Programme Highlights to sales planning helps
would ensure continued growth even as market
conditions get tougher. Service companies need to be ! Tailored for the Airtel Rural Pre-paid FSEs who have an
}
Seamless use of Airtel acquisition in achieving targeted
methodologies leading to a higher business results
more customer-oriented and ensure consistency across all understanding of Airtel’s approach to acquisition success rate
sales interactions. This not only requires a more ! Rigorous training on company’s successful sales practices
systematic selling approach, but also calls for an indepth
understanding of the market and its typical buying (Pre – SIGNORS and OPEL)
patterns. ! Training on managing the territory, including opening of Innovative Learning Methodology
new outlets The program uses a mix of activities, simulations and
The rural sector, which has not yet been fully tapped, is ! Sales planning and preparation to achieve business targets exercises for effective acquisition of knowledge & skills.
now expected to contribute over 50 percent to the overall ! Rigorous drill & practice sessions to ensure that the existing Besides the regular practice sessions, this program also
growth in mobile subscribers. To tap this emerging skills of participants are taken to the next level and rough makes use of a number of innovative tools to capture the
potential, the rural sales team needs to spruce up its act. interest and imagination of the learners:
Apart from being wellversed with the company’s edges smoothened
! Certification assessments to ensure transfer of learning ! Demonstration of simple ideas through popular movie clips
products and processes, the Field Sales Officer (FSE) also
needs skills in handling the rural customer. ‘Professional ! Interactive methodology to keep the participants involved ! Quiz designed on the pattern of a popular TV program-KBC
Selling Skills’ program has been designed to build these and translate their learning into real life ! Crossword puzzles and games
requisite competencies and improve the skill level of the ! Role plays and innovative exercises at every step
Rural Field Sales Executive (FSE). ! Use of interesting illustrations and real-life case studies
What do the participants gain?
Why Parichay ? By the end of this programme, the participants will be able to: Workplace Application
! Follow a systematic and structured approach to sales planning
‘Professional Selling Skills’ is an advanced program created for This advanced program on selling skills will help the FSE be
and territory management more professional and refine his sales approach. It takes the
sales executives who have knowledge of Airtel’s products,
processes and acquisition models. It aims at taking the FSE to
! Develop expertise in Airtel’s structured Sales Approach– sales executive to the next level in sales skills and
the next level by improving his selling skills and grooming him “Pre - SIGNORS” competencies, thus ensuring greater success in his
on the organization’s successful selling practices. The program
! Develop skills in Airtel’s New Outlet Acquisition Approach- transactions.
dwells at length on every stage in the sales transaction and OPEL and implement it effectively in his territory
deals with all the little nuances and issues that may come up. ! Identify problems and issues at every step during sales Who should attend?
This not only provides the participant with an in-depth interactions and practice ways of effectively dealing with them
understanding of sales procedures, but also refines his entire ! Understand the use of different reporting formats and The program is recommended for Rural FSEs who have
approach and conduct during sales transactions. The program collecting information on daily sales, product movement and already attended the foundation program and have a basic
has been crafted after an in-depth study of the needs and competition understanding of Airtel’s products, processes and
challenges of the rural market and is tailor made for this methodologies.
Duration: Three Days 38
context.
snoituloS gninraeL evitceffE rof ediuG

Professional Selling Skills Learning Methodology


TSM Level -1 The program uses a mix of activities, simulations and
exercises for effective acquisition of knowledge & skills.
(Pre-paid) Besides the regular practice sessions, this program also
makes use of a number of tools such as flip charts, role
plays, games and exercises to capture the interest the
The Indian telecom market today is characterized by participants.
phenomenal growth, increasing levels of competition and
ever-changing market dynamics. Market leaders, who
Programme Highlights What do the participants gain?
have managed to hold on to their positions so far, cannot
afford to be complacent with their success. It is becoming ! Recap of Airtel products and processes
increasingly important to create a business strategy ! Tailored for the Airtel Urban pre-paid TSMs who have an By the end of this programme, the participants will be able to:
that would ensure continued growth even as market understanding of Airtel’s approach to acquisition ! Revise their knowledge of Airtel’s products and processes
conditions get tougher. The frontline sales team not only ! Extensive Training on Airtel’s successful sales practices ! Demonstrate ‘Pre - SIGNOR’ - The Airtel Way of doing
needs to be customer-oriented, but also has to display business
(Pre – SIGNOR and OPEL)
consistent quality and professionalism in all its dealings. ! Rigorous drill & practice sessions to ensure that the ! Apply the ‘OPEL’ approach for new outlet acquisition
The PSS (Professional Selling Skills) program has been ! Learn to accurately capture and analyze the data collected
designed to equip the Urban Territory Sales Manager existing skills of participants are taken to the next level
by field sales executives on daily sales performance
(TSM) with all the necessary skills and knowledge to build and rough edges smoothened ! Manage critical information from the market to identify
! An entire day devoted to training on “coaching and
a strong sales force for the company. While it is opportunities and threats
important for the TSM to have an in-depth understanding leadership skills” ! Be more effective in his core functions such as Territory
of sales transactions, it is equally pertinent for him to ! Interactive methodology to keep the participants involved
Management and Sales Planning.
transfer his knowledge to his subordinates. He has to be and translate their learning into real life ! Improve his leadership skills and be more effective in
a good team leader and mentor for his field sales staff.

Why Professional Selling Skills ?


Business
Benefits } The program trains the participants on
effective selling practices and leadership
skills taking them to a higherlevel in terms
of performance and productivity. This would
result in a number of business benefits:
coaching and mentoring his subordinates.

Workplace Application
This advanced program on professional selling
PSS is an advanced program crafted for TSMs who have Improved knowledge of } Improvement in TSM’s approach to } skills will help the TSM to be a more effective
products and procedures sales planning and territory
knowledge of Airtel’s products, processes and leader and improve his ability to manage sales
would lead to better sales management would automatically
acquisition models. The PSS program takes a professional interactions & ultimately
in his territory.
ensure better market coverage and
approach to managing sales and provides rigorous higher conversions increased sales
training in improving the overall productivity and efficiency of
the sales force. It grooms the TSM in becoming a Seamless use of Airtel } }
Effective demonstration of skills
leading to higher confidence
Who should attend?
more effective leader and takes him to the next level in all his acquisition methodologies The program is recommended for Urban TSMs
core functions such as Territory Management, Sales leading to a higher success rate
By coaching and mentoring his } who have already attended the foundation
program and have a basic understanding of
Planning and overall management of daily sales. The program
dwells at length on the “coaching” aspect of the As the TSM becomes a more } team members, the TSM can
help them become better Airtel’s products, processes and methodologies.
effective leader, he will be able professionals and achieve
TSM’s role and uses real-life situations and cases to help him to motivate his sales team to higher levels of productivity
deal better with his sales executives. deliver better results
Duration: Three Days
and efficiency
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Learning Methodology
The program uses a mix of activities, simulations and
Professional Selling Skills exercises for effective acquisition of knowledge & skills.
Besides the regular practice sessions, this program also
FSE Urban Level -1 makes use of a number of innovative tools to capture the
(Pre-paid) interest and imagination of the learners:
Demonstration of simple ideas through popular movie clips
? Quiz designed on the pattern of a popular TV program -
KBC
The Indian telecom market today is characterized by
? Crossword puzzles and games
phenomenal growth, increasing levels of competition and
? Role plays and innovative exercises at every step
everchanging market dynamics. Market leaders, who have
managed to hold on to their positions so far, cannot ? Use of interesting illustrations and real-life case studies
afford to be complacent with their success. It is becoming Programme Highlights
increasingly important to create a business strategy that
! Overview of Airtel products and processes
What do the participants gain?
would ensure continued growth even as market
! Tailored for the Airtel Urban pre-paid FSEs who have an By the end of this programme, the participants will be able to:
conditions get tougher. While it is important for service
companies to have a customer-oriented sales approach, it understanding of Airtel’s approach to acquisition ! Understand their roles & responsibilities as Urban FSEs
is equally important to ensure consistent quality across all ! Rigorous training on company’s successful sales practices ! Revise their knowledge of Airtel’s mobile pre-paid products
interactions with the customer. (Pre – SIGNOR and OPEL) ! To manage critical information from the market place,
! Rigorous drill & practice sessions to ensure that the analyze it to identify opportunities and threats.
Apart from being well-versed with the company’s existing skills of participants are taken to the next ! Develop expertise in Airtel’s structured Sales Approach–
products and processes, the frontline sales team also ! level and rough edges smoothened “Pre - SIGNOR”
needs professional skills in dealing with the customer. The ! Certification assessments to ensure transfer of learning ! Develop skills in implementation of the New Outlet
PSS (Professional Selling Skills) program has been ! Interactive methodology to keep the participants involved Acquisition Approach- OPEL
designed to build the requisite competencies and improve ! Identify problems and issues at every step during sales
and translate their learning into real life
the skill level of the Urban Field Sales Executive (FSE). The interactions and practice ways of effectively dealing with

}
program takes an in-depth view of sales transactions and them
provides rigorous training in dealing with the customer. ! Understand the use of different reporting formats and
Business The program trains the participants on
effective selling practices, taking them to a collecting information on daily sales, product movement
Why Professional Selling Skills ? higher level in terms of performance and and competition
Benefits productivity. This would result in a number
of business benefits:
PSS is an advanced program crafted for sales executives who Workplace Application
have knowledge of Airtel’s products, processes and Clarity of one’s role & responsibility leading} This advanced program on selling skills will help the FSE be
acquisition models. It aims at taking the FSE to the next level to smooth working & high motivation and more professional and refine his sales approach. It takes the
ultimately to low attrition sales executive to the next level in sales skills and
by improving his selling skills and grooming him on the
company’s successful selling practices. The program dwells at Improved knowledge of products and procedures
would increase the confidence of FSEs, thus
} competencies, thus ensuring greater success his transactions.

length on every stage in the sales transaction and


leading to better customer interactions & Who should attend?
deals with all the little nuances and issues that may come up. ultimately higher conversions The program is recommended for Urban FSEs who have
This not only provides the participant with an in-depth already attended the foundation program and have a basic
understanding of sales procedures, but also refines his entire Seamless use of Airtel} understanding of Airtel’s products, processes and
approach and conduct during sales transactions. acquisition methodologies
leading to a higher success rate
Effective demonstration of skills } methodologies.
leading to higher confidence 40
Duration: Two Days
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Postpaid
Mobile Services

41
snoituloS gninraeL evitceffE rof ediuG

TSM - Urban Methodology


Foundation Level The Program uses a highly interactive methodology of
activities, simulations, exercises & discussions through
Operational Excellence for Urban scripts, real-life case studies, illustrations to ensure transfer
Territory Sales Manager of learning. Unique interaction modals like ‘GOGETSALE’
have also been used effectively.
India’s mobile market has been witnessing tremendous Programme Highlights
growth in recent years. With rising subscriber volumes,
! Tailor-made for the Airtel Urban post-paid TSM
lower tariffs and falling handset prices, analysts predict
that the number of mobile subscribers could go up from
! Covers the entire width & depth of the subject – products, What do the participants gain?
350 to over 737 million by 2012. The post-paid subscriber processes, sales approach and management skills
base is expected to grow at 15% compound annual ! Application of FABing to understand the features, By the end of this programme, the participants will be able to:
growth rate (CAGR). As a result, the number of telecom advantage, benefits of Airtel post-paid products ! Understand the vision, values & brand essence of Bharti
players is also likely to go up in the near future leading to ! An entire day devoted to training on “coaching and Airtel.
intense competition in the telecom market. In such a leadership skills” ! Understand the Key Responsibility Areas (KRAs) of a TSM.
scenario, the success of the service provider would ! Ample drill & practice sessions to bridge the learning- ! Demonstrate the benefits of the products & services
depend on its ability to sell effectively. A Territory Sales doing gap being offered by Airtel postpaid segment.
Manager (TSM) being a key link in the sales value chain ! Pre & post tests coupled with certification assessments to ! State the importance of adherence to processes.
plays a key role in helping the organization exceed its ! Demonstrate ‘GO-GETSALE’ – The Airtel Sales Approach
ensure transfer of learning
Sales targets. To be effective in his role, the TSM needs to for the postpaid segment.
! Highly interactive methodology comprising role plays,
be equipped with the relevant product knowledge, selling ! Explain how to maintain different reports required to
skills and supervisory qualities. discussions, case studies etc. to keep the learners actively
involved the learning process. enable effective monitoring and feedback.
! Improve his leadership skills and be more effective in

}
The Objectives
coaching and mentoring his subordinates.
To succeed, it is critical for a TSM to be equipped with both Business The program equips the participants with a
structured approach to selling
knowledge of products & processes along with managerial postpaidproducts & services, leading to the
skills. The TSM must know about Airtel products and how to Benefits following business benefits:
sell them. He should be able to manage key activities like
} Workplace Application
target setting, distributor/FSE management, geographical
planning etc. He must also be thorough with the different
Clear understanding or
roles & responsibilities
Implementation of a rigorous system
to ensure high productivity.
} The program finds high application for TSMs involved in
leading to focus on goals managing FSEs & distributors for success in the pre-sales
customer acquisition processes. The program has been built
& managing his team.
based on an extensive understanding of the dynamics of the
postpaid market environment and is equipped to build an } }
Increase in the sales conversion
segment.
Enhanced quality of sales ratio through the use of Airtel-
understanding of the Products, Processes and Sales & through mapping of specific sales processes.
Distribution models. It helps a TSM understand, identify & customer’s needs with that Who should attend?
match customer's needs to products through a FAB analysis. of the products’ features, By coaching and mentoring } The program is highly recommended for the Territory Sales
advantages & benefits. his team members, the TSM
The program also aims at grooming the TSM in becoming a
more effective leader. It dwells at length on the “coaching” As the TSM becomes a more } can help them become
better professionals and
Managers (post-paid segment), particularly those who have
recently taken on a managerial role.
effective leader, he will be able to
aspect of the TSM’s role, and uses real-life situations and achieve higher levels of
motivate his sales team to deliver
cases to help him deal better with his sales executives. better results.
productivity and efficiency. Duration: Three Days
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Professional Selling Skills Methodology


Urban Field Sales Executive
(Post-paid) The program uses effective skill-building tools like role
plays, case studies quizzes, videos, group work etc. to
ensure transfer of learning & development of skills. The
India’s mobile market has been witnessing a tremendous program involves certification to assess & ensure skills built.
growth pace in recent years. From a humble start in the
1990s, it has come a long way today, aided by higher Programme Highlights
subscriber volumes, lower tariffs and falling handset ! Tailor-made for the Airtel Urban post-paid DSA / CAS - FSE
prices. India had almost 350 million mobile subscribers in
to develop in him a clear understanding of
What do the participants gain?
early 2008 and analysts predict that this number could
! customer’s needs, value proposition of Airtel products
cross 737 million by 2012 making it a $37 billion industry. By the end of this programme, the participants will be able to:
During this period, the post-paid subscriber base is and the structured sales process of Airtel.
expected to grow at 15% compound annual growth rate ! Covers the entire width & depth of the subject – ! State the features, advantages & benefits of post paid
(CAGR) leading to a customer base of 53 million. To challenges faced on the products & services offered by Airtel Mobile segment.
operate in such tumultuous market situation and to make ! field, understanding customers & identifying new
! To explain the process of need generation in customers
the best use of the emerging market scenario, the telecom and how to map them with the selling cycle to ensure
customers, FAB, expectation mapping etc.
service providers need a highly skilled sales force, effective sales.
! Multiple role plays, case discussions & ample drill &
equipped with the latest product knowledge and deft at ! To explain how to identify prospective customers to
customer interfacing skills. The Field Sales Executive (FSE) practice sessions to ensure skill building.
increase sales.
plays the most important role the Airtel Sales
! Extensive Training on Airtel’s successful sales approach ! To understand whats & hows of sales etiquette on the
organization. For the organization to succeed, the FSE ‘GO-GETSALE’. field and practice the techniques to get to the customer.
needs to have complete product knowledge, cutting edge ! Highly interactive methodology to keep the learners ! Demonstrate the Airtel structured sales approach ‘GO-
selling skills and excellent process orientation. actively involved the learning process. GETSALE’.
! Demonstrate the filling of various Sales formats.

The Objectives

The “Professional Selling Skills” program is built to develop an


in-depth understanding on Airtel Sales Process & Skills
Business
Benefits } The program aims at developing a clear
understanding of Airtel Mobility’s post
paid-products and training the participants
to demonstrate customer need analysis for
selling & effective sales. The benefits include:
Workplace Application
The program finds high application for FSEs who are
involved in sales of Airtel Mobility’s post-paid products &
thereby helping the FSE enhance his productivity. It helps an
FSE understand, identify & match customer's needs to Enhanced quality of sales
through mapping of
} Higher level of customer satisfaction } services and have undergone the ‘Success in Sales’ program
products through a FAB analysis. This also helps him identify in the post-paid segment of mobility. at the time of induction.
objections on the field and demonstrate prescribed ways of customer’s needs with that
handling them. The need for these skills becomes more of the products’ features,
advantages & benefits.
Implementation of a rigorous }
pronounced in the post-paid segment as target audience is system ensuring high productivity. Who should attend?
Enhanced market penetration through the}
generally the urban class, including corporates and SMEs
The program is ideal for FSEs who have been in Airtel for
(Small and Medium Enterprises) who are already quite aware
about products. Hence the FSE needs to be well-equipped use of a ‘GO-GETSALE’ – Airtel’s structured Increase in} less than 6 months and who have undergone training on
sales approach. visibility and sales.
with all the relevant product knowledge, including latest ‘GO’ and ‘GE’ of the ‘GETSALE’ approach.
high-end products. He also needs to focus on building } Greater
Increase in the sales conversion confidence in FSEs while}
smooth and longterm relationships as he is the face of the ratio through the use of Airtel- interacting with customers, thus
provider through the lifetime of the relationship. specific sales processes. leading to higher conversions. Duration: Two Days 43
snoituloS gninraeL evitceffE rof ediuG

Success In sales
Urban Field Sales Executive
(Post-paid)

Programme Highlights
Business
Benefits } The program aims at equipping the
participants with the necessary skills for
enhancing his performance at the workplace.
Taken forward, the following benefits can
accrue:
Speedy induction into the }
India’s mobile market has been witnessing a tremendous
growth pace in recent years. From a humble start in the ! Tailor-made for the Airtel Urban post-paid DSA/CAS FSE
Greater confidence in FSEs
while interacting with
} ‘Airtel way of life’ and hence
faster ramp up on
1990s, it has come a long way today, aided by higher with each module aimed at his effective induction in Airtel. customers, thus leading to
subscriber volumes, lower tariffs and falling handset ! Covers the entire width & depth of the subject – industry, higher conversions.
prices. India had almost 350 million mobile subscribers in roles & responsibilities of an FSO, products, processes and Higher instances of ‘First time }
early 2008 and analysts predict that this number could
cross 737 million by 2012 making it a $37 billion industry.
sales approach.
! Showroom visits, activity demos, workgroup exercises, and
Consistency of customer }
experience in accordance with
right’ and hence minimization
of learning errors.
During this period, the post-paid subscriber base is ample drill & practice sessions to ensure skill building. the brand attributes of Airtel as
expected to grow at 15% compound annual growth rate ! Written tests for all modules followed by certification all FSEs talk the same language. Higher level of customer }
(CAGR) leading to a customer base of 53 million. The Field assessments to ensure transfer of learning.
satisfaction in the post-paid
Sales Executive (FSE) plays the most important role the ! Highly interactive methodology comprising role plays, }
Increase in visibility and sales. segment of mobility.
Airtel Sales organization. For the organization to succeed,
discussions, case studies etc. to keep the learners actively
the FSE needs to have complete product knowledge,
involved the learning process.
cutting edge selling skills and excellent process Methodology
orientation. The need for these skills becomes more
pronounced in the post-paid segment as the customer What do the participants gain? The program uses learner-friendly methodology of role
there expects a life-long and smooth relationship with the By the end of this programme, the participants will be able to: plays, case studies, discussions, work book exercises and
provider and for him the FSE is the face of provider ! State the Vision, Values & Brand Essence of Bharti Airtel.
field visits to ensure transfer of learning & development of
through the lifetime of the relationship. skills. The program also stresses on rigorous testing and
! Explain different terms used in the mobility segment of
ends with a certification exercise.
the Telecom industry.
! Explain the importance of his role and responsibilities as
Why ‘Success in Sales’? an FSE. Workplace Application
! List the attributes, skills and knowledge required to be an
True to the dictum of ‘Well begun is half done’, the ‘Success
in Sales’ program aims at the right induction of the FSE. The
productivity of an FSE depends upon his in-depth
effective FSE. Learning and Development
! Explain the products & tariff plans being offered by Airtel
The basic objective of the program is to equip new entrant
FSEs with skills for Performance at Workplace & to utilize
understanding of the business, the market, product benefits
and his skills in influencing the customer & acquiring a sale.
Mobile segment
Mandate
! Understand & explain the importance of the elements of
personal effectiveness skills for enhanced performance. The
program thus finds high application for DSA/CSA FSEs who
are new joinees.
The program inculcates the right habits & right skills to the sales preparation phase.
ensure speedy ramp up in productivity and minimization of Airtel Mobile Services
! Understand & explain the ‘Airtel Sales detailer’.
errors. Besides giving an overview of the Telecom industry, the ! Learn the process of filling CAF.
Who should attend?
program provides the new entrant FSE with knowledge on ! Demonstrate the Airtel structured sales approach ‘GO-
Airtel as an organization, its post-paid products and the The program has been designed for Field Sales Executives
GETSALE’. who have recently joined and are involved in outbound sales
cutting-edge Airtel Sales Process. This enables him to make ! Demonstrate the Airtel complain-handling process ‘HEAT’
an immediate impact on the customer and become of post-paid products.
! Understand how to fill the various reports/documents..
productive from day one. ! Demonstrate the filling of various Sales formats.
Duration: Three Days www.centumlearning.com
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Dial-a-Postpaid
For the Call Center Executive

Methodology
From a humble start in the 1990s, India’s telecom industry
has come a long way today, aided by higher subscriber Programme Highlights The program effectively uses facilitator led discussions,
volumes, lower tariffs and falling handset prices. India had drill-practice & role plays complemented with work book
! A niche program that focuses on building lead generation
almost 350 million mobile subscribers in early 2008 and exercises to ensure transfer of learning.
analysts predict that this number could cross 737 million by capabilities in CCEs through effective customer interaction
2012. While the prepaid mobile segment forms a major over a toll free number.
part of the user community, the post-paid the post-paid ! Covers the entire canvas of Airtel Mobility’s postpaid
subscriber base is growing at about 15%. In order to tap products and processes What do the participants gain?
the untapped potential of the post-paid segment, Airtel has ! Focus on telephone etiquette, communication skills,
knowledge about the buying & selling cycle and hands on By the end of this programme, the participants will be able to:
come up with an innovative way of selling through ‘Dial-a-
Postpaid’. Almost like a neighborhood ‘Dial-a-Pizza’ outlet, practice on CRM. ! Demonstrate the understanding of the concept of Dial-
Airtel wants to create an image of accessibility and ! Facilitator-led discussions complemented with numerous a-postpaid.
friendliness among the people. It wants to make the practice sessions & exercises for effective knowledge gain ! List the post-paid products being offered by Airtel.
process of selling mobile services as simple and as popular & skill building. ! Explain tariffs and list the Value Added Services (VAS)
as perhaps ordering a pizza round the corner. The Call ! Knowledge & skill certification to ensure that the CCE is offered with postpaid connections.
Center Executive (CCE) is like the face of the organization productive on the process from day one after training. ! Demonstrate effective telephone & communication skills
for such services. For the organization to succeed, CCEs ! Highly interactive methodology to keep the learners during ‘customer interaction’.
need to have complete knowledge about Airtel’s products actively involved the learning process. ! Explain the buying & selling cycle and demonstrate the

}
and services. He also needs to be groomed in handling application of the same to the selling process.
firsttime callers sensitively and effectively to be able to ! Demonstrate the use of CRM in Dial-a-Postpaid.
generate sales leads. Business The program aims at developing a clear
understanding of Dial-a-Postpaid in the CCE.
Benefits Taken forward, the following benefits would
accrue: Workplace Application
Why Dial-a-Postpaid? Excellent understanding
of the Dial-a-Postpaid
} Effective lead generation leading} The basic objective of the program is to ensure that the
participants are able to demonstrate effective selling skills
to higher probability of sales
concept, process & conversion and enhanced over the phone with required telephone etiquette and
application thus ensuring productivity customer service skills. The program thus finds high
The “Dial-a-postpaid” program has been built to build effective
lead generation capabilities in the CCE. The program covers the
effective lead generation
at the call center.
}
Improved customer satisfaction. application for Airtel Mobility’s CCEs involved in the process
of lead generation through this service.
Quality leads would also} Better word-of-mouth publicity by}
entire gamut of knowledge & skills required to effectively
influence the customer through a toll free number and lead to lowering of sales the post-paid customers leading to Who should attend?
generate a sales lead. It also involves skill building on using through cold calling and more referrals and lead generations.
CRM application for the purpose. The program effectively thus better sales
mobilizes the tools of facilitator-led discussions, drill & practice conversion ration.
} The program is suited for CCEs involved in promoting ‘Dial-
Development of effective}
Knowledge built of Airtel
a-Postpaid’ services and managing all related customer calls.
and assessments to build customer interaction & lead post-paid products & skills
generation capabilities in the CCEs. telephone, communication, built on the CRM application
probing & query resolution skills leading to enhanced Duration: Three Days
45
which are in fact life skills. productivity of the CCE www.centumlearning.com
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M-Commerce on Airtel Methodology


Introduction to Airtel’s mobile
money services The program uses facilitator led discussions, work book
exercises and presentations to ensure knowledge building
& transfer of learning to the participants.
India’s large population combined with rapid responsibilities in an effective way. Besides giving him an
technological advancement and improved network overview of the industry and Airtel’s M-Commerce services,
coverage makes it a potential hotspot for mobile the program also grooms him on handling customer queries
commerce. The increasing interest of the urban consumer and removing any doubts that might come in the way.
in smart phones, innovative functionality and value-added
What do the participants gain?
services will only add to the growing demand. A recent By the end of this programme, the participants will be able to:
worldwide research indicates that while the number of
Programme Highlights
! Describe m-commerce on Airtel.
wireless users will increase by 32% over the next four ! An exclusive custom-made program to introduce the CCE ! Discuss credit/debit card registration process.
years, the number of active mobile banking and payment
to the domain of m-commerce. ! List the steps of post-paid bill payment and pre-paid
service users will increase by over 600%. Airtel has always ! Covers all m-commerce related processes, tools and their
led innovation in the Indian telecom market and its foray mobile recharge.
working. ! Explain the mobile money transfer process.
into the m-commerce segment will also lead the way for ! Explains in detail the role of Airtel’s joint venture partners ! Solve customer’s MPIN related quires using the customer
the industry. Targeted at urban mobile users with a busy
ICICI, SBI and mCheck, the associated banking
lifestyle, these services suit their need of saving time and management tool.
! processes and other procedures for making these ! Solve handset change and handset lost related queries.
money by doing a number of monetary transactions at
transactions.
the click of a button. Being a value-added service for ! Understand banking processes related to ICICI and SBI.
! Facilitator-led discussions complemented with work book
Airtel users, mcommerce needs to be promoted by its call- ! Apply mChek URL to resolve customer problems.
exercises for effective knowledge gain & skill building.
center sales executives. The ‘M-Commerce on Airtel’ ! Highly interactive methodology to keep the learners
program has been created to acquaint these calling
actively involved the learning process.
agents with the fundamentals of m-commerce, the Workplace Application
associated bank processes and workflows thereby helping

}
him effectively execute the process and satisfy the The basic objective of the program is to develop an
The program aims at developing a clear
understanding of the mcommerce process & applications to
customer. Business understanding of Airtel’s m-commerce
application & customer management tool in resolve customer queries and complaints. The program thus
Benefits the CCE. The following benefits would accrue: finds high application for Airtel Mobility’s CCEs who
handle mcommerce related calls.
Why M-Commerce on Airtel? Excellent understanding of the m- }
Effective customer query } Commerce concept, process &
application to ensure error free
To ensure that Airtel’s M-Commerce services are lapped up by
resolution leading to higher
transactions at the call center.
Who should attend?
credibility of the tool
users, the Call Center Executive (CCE) has a number of The program is ideal for CCEs involved in resolution of m-
important functions to perform. He has to promote this new }
Better word of mouth publicity by satisfied Improved
customer
} commerce related queries & complaints.
service in a way that it satisfies the needs of the existing customers leading to more customers
customers; he has to answer all their queries regarding subscribing to the service. satisfaction.
process and execution; and he also has to address all their Duration: One Days
doubts and concerns about potential problems. The ‘M- Effective query resolution leading
to lesser customer complaints
} Skills built on the m-commerce}
Commerce on Airtel’ program provides the CCEs with all the process & application leading to
and lower number of customer
relevant knowledge and information to carry out these enhanced productivity of the
calls at the call center.
CCE.
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Modern Trade

47
snoituloS gninraeL evitceffE rof ediuG

Sales Promoter Learning Methodology


Foundation Program The program uses an interactive methodology of activities,
simulations, exercises, quizzes & discussions through scripts,
(Pre-paid & Post-paid) real life case studies, and illustrations to effective acquisition
of knowledge & skills.
The Telecom Market today is characterized by phenomenal
market growth, increasing levels of competition and ever
changing market dynamics. With about 300 million
mobile subscribers expected to be added between 2007
Programme Highlights What do the participants gain?
and 2010 in India alone, it is only going to get tougher.
! Specially created for sales executives/promoters at Airtel By the end of this programme, the participants will be able to:
Service providers are looking for innovative ways to reach
more customers. Many companies are setting up sales & counters in superstores.
! Know more about the Airtel and develop ownership
promotion counters in modern supermarkets such as Big
! Covers the entire width & depth of the subject – products,
towards their roles.
Bazaar, Pantaloon etc. Airtel has always led innovation in processes, sales approach and soft skills.
! Explain the features and benefits of the products being
the Indian telecom market and its promotion counters at ! Ample drill & practice sessions to ensure that participants
offered by Airtel, both in the pre-paid and post-paid
such places only add to its image of accessibility and get comfortable in practicing the skills
mobile segments.
friendliness among the customers. Targeted at urban ! Extensive training on the ‘GLADDEN’ model – Airtel’s ! Learn to be more effective and efficient in dealing with
mobile users with a busy lifestyle, these counters aim to successful service approach to handle walk-in customers.
customers at such promotion counters.
make the process of buying mobile services even simpler. ! Provides knowledge about various aspects of merchandising
and selling (including up-selling & crossselling).
! Understand the importance of customer service and
The customer who has come for shopping can buy a
learn to address all kind of queries that may come up.
connection just like picking up any other product from the ! Pre & post tests coupled with certification assessments to
stack. In order to succeed at such modern outlets, the ensure transfer of learning
! Apply Airtel’s structured Sales Approach – ‘GLADDEN”.
sales promoters need to well-versed with all the products ! Highly interactive methodology comprising role plays,
! Understand the methodologies of merchandising, up-
(both post-paid and pre-paid) of Airtel. They should have discussions, case studies etc. to keep the learners actively selling, cross-selling etc.
the ability to quickly grasp the need of the customer, involved the learning process.
suggest the right product and address all the queries that Workplace Application
he might have.

The Objectives
The ‘Sales Promoter - Foundation Program’ has been specially
Business
Benefits } The program aims at equipping the
participants with the necessary tools and
aids which he can use to sell effectively.
Taken forward, the following benefits can
accrue:
The basic objective of the program is to enable the
participant to acquire knowledge about Airtel’s products,
selling processes and acquisition models.
The program finds high application for sales promoters at
created to groom the sales executives at promotion counters }
Clarity of one’s role & High confidence on account of good
product knowledge, thus leading to
} Airtel counterslocated in modern superstores.
responsibility leading to
in super stores. The program not only trains them on
smooth working & better better customer interactions &
behavioral skills, but also provides all the relevant knowledge performance. ultimately higher conversions.
Who should attend?
about Airtel, its products, processes and acquisition models. The program has been designed for Sales
The program uses an interactive methodology to help
participants become acquainted with various aspects of
}
Increase in the sales conversion
ratio through the use of Airtel- Enhanced quality of sales }
Executives/Promoters at promotion counters in supermarkets
or large departmental stores.
selling, merchandizing and customer service. It effectively specific sales processes. through mapping of
customer’s needs with that of
uses real life scenarios & role plays to train them on Airtel’s
successful sales approach such as ‘GLADDEN’ to improve
}
Increase in visibility and sales the products’ features.
Duration: Two Days
through effective merchandising.
their performance.
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Reward &
Recognition

49
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Certificate of Excellence Learning Passport

Certificate of Excellence

has been awarded the title of

for successfully completing on-the-job coaching.

L E A R N I N G PA S S P O R T
Date:
Circle / Hub: Bharti Airtel Limited Sanjeev Duggal
CEO & Executive Director
Centum Learning Limited
Issued by
Centum Learning Limited

Centum Learning Limited


Centum Learning Limited
CEO & Executive Director
Issued by
Circle / Hub: Bharti Airtel Limited Sanjeev Duggal

Date:

L E A R N I N G PA S S P O R T

for successfully completing on-the-job coaching.

has been awarded the title of

Certificate of Excellence
50
Three secrets to Success

51
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

Guidelines for the


Learning & Development Plan:
2009-2010

52
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

1 Training Calendar
Guiding Principles:
! The mandate for year 2009-2010 detailing the role holder wise learning plan, coverage, trainer man days and budget has been defined and approved

! Centum Learning would ensure availability of the requisite number of certified trainers at all times to ensure coverage of role holders as per the mandate

! Circle Training Head, Centum Learning would update the load chart, capability quotient dashboard and TMC calendar on a regular basis. In addition, he would
keep business updated through a rolling three month calendar

Process:

S. No. Step / Activity Responsibility TAT Escalation to


1. Centum Learning, Zonal Lead Trainer (ZLT) to discuss with the respective BAL ZBM and freeze a Centum Learning 22nd of CTH & BAL
firm calendar for next month and a rolling calendar for next two months of the zone and ZLT & BAL ZBM every month Distribution Head
submit to the Centum Learning, Circle Training Head (CTH)

2. CTH to compile all the zonal training calendars and prepare a consolidated calendar and match Centum Learning 24th of
it against the mandated learning plan (Refer the RLP in the training mandate document) CTH every month

3. CTH to submit the three monthly training calendar to S&M / DH for signoff CTH 24th of Point # 6
every month

4. CTH to upload the signed off training calendar in the ‘Trainer Tracker’ software for visibility at CTH 26th of
national & CTH level for tracking performance and printing participants material every month

5. CTH to raise an indent for PR / PO (Purchase Requisition) with BAL Finance as per the Training CTH 26th of
Calendar sign off every month

6. In case of sign off not happening, the same to be escalated by the CTH to the BAL COO & Centum Learning 28th of BAL Hub - CMO
Centum Learning Regional Training Head for further action Hub Lead every month & Head - L&D

7. Any deviation to be captured in the “National Weekly Dashboard” and copy of the same to be Centum Learning 28th of BAL Hub - CMO
marked to CMO & Head-Sales & Distribution Hub Lead every month & Head - L&D

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2 ZSM - Product & Process Training


Guiding Principle:
! The ZSMs who have been certified on Alchemist would conduct the product / process refreshers for FSEs, RSOs and TSMs

! ZSMs to deliver a minimum of two days of training in a month and publish a calendar with the ZBM & Centum Learning CTH

! Centum Learning will develop the content only in English. Any translations required in local language will be carried out by BAL Circle marketing team

Process:

S. No. Step / Activity Responsibility TAT Escalation to


1. Put a request for the refresher content to the Centum Learning CTH Lead BAL ZSM 7 Working Days
in Advance

2. Centum Learning to provide content to ZSMs atleast two working days in advance of the Centum Learning 2 Working Days BAL
refresher class and if required booting to be given to ZSMs CTH in Advance Distribution Head

3. Circle specific customization with respect to Products / Processes / Systems etc. would be Centum Learning
customized to each CTH requirement by the Centum Learning SPOC in the CTH CTH

4. ZSM to submit the ‘Attendance Sheet’ of the participants to Centum Learning CTH with BAL ZSM Within 48 hrs of ZBM
a copy to ZBM the training programme

5. Centum Learning to conduct JKQ on a monthly basis to check the product / process Centum Learning Monthly
knowledge and gap CTH

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

3 Coaching Guidelines for TSM & TMC


Guiding Principle:
! Centum Learning to skill & certify all TSMs & RSOs to coach their front line sales force

! BAL TSMs to coach at least 15 FSEs in a month and enable them to ensure two contacts per FSE in a quarter

! TSM, RSO & TMC are required to maintain the ‘Coaching Diary’ while coaching

Centum Learning TMC Coaching Process:

S. No. Step / Activity Responsibility TAT Escalation to


1. Basis the load chart, TMC to inform the TSM about his visit plan atleast seven days in advance TMC 7 Working Days
with a copy to ZSM / ZBM / ZLT in Advance

2. TMC to fix a location of the meeting with TSM, ensuring that both attend the Distributor TMC & TSM 2 Working Days
Gate meeting in Advance

3. Coaching report to be submitted / uploaded within 48 hours TMC Within 48 hrs of


the training programme

Centum Learning TMC Coaching Process:

S. No. Step / Activity Responsibility TAT Escalation to


1. Prepare a PJP for covering the FSE in the beginning of the month and submit the same to TSM / RSO By 24th of
ZLT / CTH Lead with CC to ZBM / ZSM previous month

2. TSM / RSO to start the coaching from the Distributor location in the morning, after conducting TSM / RSO
the Gate Meeting. (must to carry the Coaching Diary)

3. Submit the coaching report to the ZSM & ZLT with cc to ZBM TSM / RSO Within 48 hrs of
Coaching

4. Audit to be done by the ZLT / CTH to check the understanding of the coaching model TMC Bi-Monthly BAL
Distribution Head

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4 Other Guidelines
1. Keeping in view effectiveness of training, the recommended batch size is 15 participants per programme. In case there are less than 10 participants, a special
approval to be taken from the ZBM / S&M Head / VP – Operations to conduct the batch.

2. The Circle HR Training Coordinators to organise venue, ensure participation and provide necessary administrative support.

3. All programs for FSEs to be organized at a Zonal Level. In case there are inadequate number of participants, multiple zones may be merged for training. However,
this has to be done with the consent of the ZBM.

4. The training programs should be scheduled across the week and not concentrated on the weekends (Friday / Saturday / Sunday).

5. 90% of the training to take place at in-house venues like Distributors / Centum Learning / BAL premises; avoid hiring venues wherever possible.

6. Skill building sessions would be conducted by Centum Learning

7. Regular Product & Process updates for the FSE / DST / Promoter to be conducted by the respective ZSMs/ ZBMS to ensure that all role holders in the channel are
updated regularly.

8. Any cancellation of training program/ coaching to be intimated in writing (email) to Centum Learning CTH Lead, three working days in advance, otherwise a
cancellation cost of 50% will be charged.

9. A defined certification path has been planned which needs to be adhered to for certification of this group.

10. Training programs are being designed centrally and are being validated by the Sales & Marketing heads and the Steering Committee before implementation.
This is to ensure standardization of input for various role holders.

11. There is an annual certification plan in place which would be communicated shortly. This will capture the tests held post programs, role plays and monthly JKQs
that would be conducted for TSM / RSO and channel partner employees.

12. The channel partner (FSEs, RDs, and CRO/CREs) to be charged Rs. 275/- per day / participant / training day

13. Printing of all learning tools (workbooks, sales aids etc) to be printed by Centum Learning and billed to BAL CTHs.

14. The bill for content creation charges would be raised centrally and debited proportionately among all CTHs.

15. Any additional cost incurred for developing learning aids, sales aids would be distributed proportionately among all CTHs on a regular basis.

16. HR training coordinator to support participation of the respective TSM/ZSM in training programmes.

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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.

17. HR Training coordinator to coordinate with TSMs for the Channel Partner programs

18. ZBM / ZSM / TSM / RSO / Sales Head to support participation in programs involving BAL and Channel partner employees. At least VP -Operations should be present
during the program.

19. A senior member from the Sales team to inaugurate all the programs and set participants’ expectations before training begins.

20. Centum Learning to manage data of BAL and Channel Partner employees undergoing training and keep track of the entire certification process.

21. Testing of the FSE / DST / Promoters on knowledge and skill would be done as part of the training program conducted by Centum Learning and records would be
maintained systematically to ensure that the certification path is being followed.

22. If the FSE / DST / Promoters do not meet the certification criteria, they would be given two opportunities to clear the Job Knowledge Quiz in one month (15 days
each). Then the necessary decision can be taken by the Distributor / TSM / ZSM / Centum Learning (in case such teams are on their rolls)

23. All new TSMs / ZSMs to undergo the Foundation Program as soon as they join the organization.

24. A newly appointed TSM/ RSO would work in the field on the following conditions,as a pre-requisite for undergoing NHIP:

a. ZSM to brief him on his role and expectations.

b. ZSM to align existing TSM / RSO for market visits over the next 2-3 days to understand market operations & sales management practices.

c. ZSM to set up a meeting with Zonal CSD team to understand post acquisition processes in the customer life cycle.

d. ZSM to set up meetings with local Network team to understand basic technologies and coverage- related issues in the Territory, the TSM / RSO has been
aligned to.

25. Travel, lodging & boarding expenses in case of RSO / TSM/ ZSM, if required, is to be borne by BAL and in case of FSE, CRO / CRE, RD, it is to be borne by the
channel partner.

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Index of Abbreviations
ARC - Airtel Relationship Centre RD - Rual Distributor

ASC - Airtel Service Centre RLP - Role-based Learning Plan

ASU - Airtel Sales University RS - Rural Super

BAL - Bharti Airtel Limited RSO - Rural Sales Officer

CMO - Chief Marketing Officer S&D - Sales & Distribution

COO - Chief Operating Officer S&M - Sales & Marketing

CRE - Customer Relationship Executive SM - Showroom Manager

CRO - Customer Relationship Officer TMC - Trainer & Master Coach

CTH - Circle Training Head TSM - Territory Sales Manager

CTL - Circle Training Lead VAS - Value Added Services

DH - Distribution Head ZBM - Zonal Business Manager

DST - Direct Sales Team ZLT - Zonal Lead Trainer

FSE - Field Sales Executive ZSM - Zonal Sales Manager

FSU - Field Sales Unit

L&D - Learning and Development

MT - Modern Trade

PO - Purchase Order

PR - Purchase Requisition

58
Centum Learning Limited
Centum Learning Limited, a Bharti associate, provides end-to-end learning and Centum Learning's unique strength lies in its rich experience in the learning and development
skill-building solutions to several large corporates. It provides solutions that domain across different industry verticals. With more than 400 learning and development
impact business performance through enhanced employee productivity, customer specialists located pan India, Centum Learning currently works with Bharti Airtel and other
profitability and effective talent transformation. Centum Learning has been Bharti Group companies like Bharti AXA Life Insurance, Bharti AXA Investment Managers, Bharti
adjudged as one of the ‘Top 15 Emerging Leaders in Training Outsourcing’ 2009 Wal-Mart, Bharti Retail, Bharti Infratel, Comviva Technologies, Bharti Del Monte, Bharti Realty
Worldwide. and Bharti Foundation to impact business goals in a dynamic environment.

Focused on 'People and Processes', its solutions cover the entire spectrum ranging Besides, Centum Learning partners a host of leading organisations such as American Express,
from Learning Process Outsourcing, Custom Content Development, Training Genpact, Maruti Suzuki, Delhi Airport, PepsiCo, HCL, Cummins, LG, JCB, Deutsche Bank, Motilal
through Blended Learning Programmes, Executive Coaching, Performance Oswal, Blue Dart, Kaya, CEAT, Everest Industries etc.
Coaching to Process management and Certification. It also focuses on building
industry specific skills at the entry level for the service sector. In sum, Centum Learning is committed to being the most admired learning and skill
development partner, enabling sustainable transformation.

Deans...

Centum Learning Limited


Neelagagan, Mandi Road, Sultanpur, Mehrauli, New Delhi - 110030
Tel: 91-11-46001100-01, Fax: 91-11-46001111
E-mail: contactus@bharti.in, Website: centumlearning.com Designed by Communications & Brand, Centum Learning Limited.

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